How Accurate is the AdWords Keyword Tool?
I'm sure by now that everyone who reads here knows the AdWords Keyword Tool is showing numbers instead of the graphs it would show just a few weeks back. I think one of the big questions on everyone's mind is just how accurate is the data being shown? I decided to take a look in a few accounts I have access to and found at least keyword that seems to meet all the criteria I would use for a test. I found one in particular that was live in June, and the AdWords Keyword Tool does reference June data.
Here are a few details:
- The keyword is exact match.
- 100% impression share for June.
- It's opted in Google + Search Network
- US targeting
When logged into the account the keyword tool indicates that the approximate June search volume was 34,830. That estimate is based on exact match and the correct location targeting. Here's what surprised me - the actual number of impressions that keyword received in June was 36,770. Do a little rounding and the estimate provided by the keyword tool comes out within 5% of the real number.
Now of course that's one keyword in one account and in no way am I trying to imply that the keyword tool will be that accurate in all cases. I'm honestly surprised though at just how accurate it is in this case.
Anyone else seeing similar numbers?
edit/add - the Wordtracker estimate of this same keyword is way, way, way off. It's estimate is under 200...
Labels: adwords, adwords keyword tool
Comments: 9 so far
posted by: Jeremy Mayes
permanent link: How Accurate is the AdWords Keyword Tool?
9 Comments:
I've only done a few comparisons, but I'm seeing about that level of variation.
It is going to be hard for most people to have good data here. Any filters that are in place (negative keywords, dayparting, etc.) will lower your number of impressions for that keyword.
I am seeing similar 5% variations as well. Google doesn't really have a strong incentive to spoof the numbers. What it doesn't account for is how many SEO's are rank checking and inflating trophy terms. Good to see someone else running the numbers. I have even done comparative studies accross Keyword Discovery to see if the ratios are proportional and generally they aren't too bad.
That's pretty accurate for how much information goes through their systems. I've been able to target new keywords for SEO and save LOADS of time and money now that they have this.
Thanks Google.
It sure beats asking my Yahoo Rep for there keyword volumes. The Google keyword volumes seem to be accurate in the niches but not in other from the tests i have done. Has anyone else had this experience?
Martin, I don't have too many keywords that meet the criteria I listed in my opening posts but looking through the keyword tool estimates vs what I see in my accounts 95% seems to be the average level of accuracy I'm seeing.
Matt posted an update to his keyword tool accuracy test - check it out here:
http://www.search-engine-war.co.uk/2008/08/google-keyword.html
How are you determining that you have 100% keyword impression share?
@Anonymous
Via the impression share report.
I would tell that Google is stepping ahead to provide you a single bit of tool for every purpose. But the google keyword tool is somewhat like piting up on it. I have used this in past with another tool from serp analytics but found some broad results from google. So i throw it off and now only using only tool from serp analytics and it can be found here http://www.serpanalytics.com/tools/top_keywords
:)
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